ABSTRAK

Melati Sukma Al Mantiq 181141083, “Hardiness Pada Womenpreneur Fashion Dalam Menghadapi Tantangan Di Era Digital”. Skripsi: Program Studi Psikologi Islam Jurusan Psikologi dan Psikoterapi Fakultas Ushuluddin dan Dakwah Universitas Islam Negeri Raden Mas Said Surakarta 2025

Hardiness atau ketangguhan psikologis merupakan kemampuan individu untuk tetap kuat secara mental dalam menghadapi tekanan, perubahan, dan situasi yang penuh ketidakpastian. Womenpreneur mengalami masalah keseimbangan peran, penurunan omzet, munculnya kompetitor baru, tekanan untuk terus berinovasi dan cepat beradaptasi dengan sistem pemasaran digital dan perilaku konsumen yang berubah. Penelitian ini bertujuan untuk menggambarkan hardiness pada womenpreneur fashion dalam menghadapi tantangan di era digital.

Penelitian menggunakan pendekatan kualitatif dengan metode fenomenologi, melibatkan informan utama 3 orang dan significant other 3 orang yang berusia 18–
40 tahun dan telah menjalankan usaha fashion minimal lima tahun. Teknik pengumpulan data meliputi wawancara mendalam, observasi, dan dokumentasi, yang kemudian dianalisis dengan teknik reduksi data, penyajian, dan verifikasi. Kredibilitas penelitian menggunakan triangulasi sumber dan teknik.

Hasil penelitian gambaran hardiness pada womenpreneur fashion dalam menghadapi tantangan di era digital sebagai berikut, womenpreneur mampu mengendalikan diri saat menghadapi penurunan penjualan dan perubahan sistem pada platform belanja dengan inovasi produk. Womenpreneur mengambil sebuah keputusan secara rasional melalui diskusi dengan mentor, tim dan customer. Womenpreneur menunjukkan rasa tanggung jawab untuk mempertahankan bisnis dengan cara mengikuti pelatihan digital marketing sebagai bentuk adaptasi agar bisa mengatur strategi pemasaran yang lebih baik. Dalam menghadapi kemunculan kompetitor dengan produk sejenis, womenpreneur berupaya mempertahankan daya saing dengan memperkuat citra brand dan terus meningkatkan kualitas produk. Temuan tambahan dalam penelitian ini adalah nilai religiusitas dalam membentuk ketangguhan womenpreneur, seperti sholat tahajjud, bersedekah secara rutin, sabar, ikhlas dan mengikuti kajian untuk recharge iman. Praktik ini menjadi sumber kekuatan mental dan emosional, serta menumbuhkan keyakinan bahwa segala ujian dalam bisnis merupakan bagian dari takdir Allah SWT yang pasti mengandung hikmah dan kemudahan setelah kesulitan.

Kata kunci: Hardiness, Womenpreneur, Era digital



ABSTRACT

Melati Sukma Al Mantiq (181141083), “Hardiness in Womenpreneurs in the Fashion Sector in Facing Challenges in the Digital Era”. Thesis: Islamic Psychology Study Program, Department of Psychology and Psychotherapy, Faculty of Ushuluddin and Da'wah, State Islamic University of Raden Mas Said Surakarta 2025.
Hardiness or psychological resilience is the individual ability to remain mentally strong in facing pressure, change, and uncertain situations. Womenpreneurs face various challenges such as role imbalance, declining sales, the emergence of new competitors, pressure to continuously innovate, and the demand to quickly adapt to digital marketing systems and shifting consumer behavior. This study aims to describe the hardiness of fashion womenpreneurs in facing challenges in the digital era.
This research employed a qualitative approach with a phenomenological method, involving three main informants and three significant others aged 18–40 years, who have been running fashion businesses for at least five years. Data collection techniques included in-depth interviews, observation, and documentation, which were then analyzed using data reduction, presentation, and verification. The credibility of the study was ensured through source and technique triangulation.
The findings describe the hardiness of fashion womenpreneurs in the digital era as follows: they are able to regulate their emotions when facing declining sales and shifting e-commerce systems by innovating their products. They make rational decisions through discussions with mentors, team members, and customers. Womenpreneurs demonstrate responsibility in sustaining their businesses by participating in digital marketing training as a form of adaptation to improve their marketing strategies. In response to competitors offering similar products, they strive to maintain their competitiveness by strengthening brand identity and continuously improving product quality. An additional finding in this study is the role of religious values in shaping womenpreneurs' resilience, such as performing tahajjud prayers, giving regular charity, practicing patience and sincerity, and attending religious studies to recharge their faith. These practices become sources of mental and emotional strength, and foster the belief that every business challenge is part of Allah SWT’s divine plan, which certainly contains wisdom and ease after hardship.
Keywords: Hardiness, Womenpreneur, Digital Era